THE ULTIMATE

Podcast
Advertising
WORKBOOK

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PART 1 ADVERTISING TARGETING — SET YOUR MEASUREMENT STRATEGY

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 Your Step-by-step Guide to Building Your First
(or ) Podcast Advertising Campaign

PART 1 PART 3 PART 5

Strategy Formats Campaign

06 Define Your Goals 19 Understand Buying 31 Create Your Podcast Ad Campaign
09 Set Your Measurement Strategy

PART 2 PART 4

Audience Targeting Creative

13 Identify Your Audiences 24 Build Your Ad
16 Targeting Solutions 27 Best Practices & Tips
29 Draft Your Ad

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PART 1 ADVERTISING TARGETING — SET YOUR MEASUREMENT STRATEGY

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 Podcasts FTW

72%
of listeners say they listen
to ad-supported podcasts*

Connections
Believe it: your current and future customers are
listening to podcasts (often), and we want to help
you reach them. Audio advertising is an extremely
effective format to connect with listeners, and
podcasts only drive that efficacy even further.
Nearly 1 in 2
listeners say they pay more attention
to podcast ads versus radio, TV, print,
or online ads*
75%
of podcast listeners say they have
taken some form of action because
of an advertisement heard*

SOURCE: “PODCAST CONSUMER JOURNEY” WITH

SIGNAL HILL RESEARCH AND PUBLICIS MEDIA.

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Navigating The Podcast Space
We get it: the podcast space is big, and
it can be tricky to know where to start or
expand. But with us, you could not be in
better hands.
With over 15 years of experience, we’ve
studied, observed, researched, and worked
one-on-one with the biggest brands and
creators to map out a formula for success.
In this workbook, we’ll walk you step-by-step
through the science of building an effective
podcast advertising campaign:
• Strategy: Goals & Measurement
• Audience Targeting: Alignment & Solutions
• Formats: Buy & Ad Types
• Creative: Best Practices & Tips
• Campaign: Creating Your Campaign

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Part 1 THE ULTI
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Set Your Measurement Strategy

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 Get SMART
Define about Goals

Your Goals
Take a second and consider: Why are
you thinking about podcast advertising?
What’s the end goal? Different objectives
will drive different campaign strategies.

So you want to start building your podcast campaign.

Before we dive into the fun stuff (audience, channels,
creative), the most foundational piece of your entire
campaign is setting an objective. It’s the bread and
the butter, it’s the sun, the sky, the universe. It sets
the groundwork for success.
But One Thing
At A Time
Don’t bite off more than you can chew.
One of the most common mistakes we
see is when brands try to do too much
within a single campaign.

Got more than one goal? Define each one

and be prepared to use different tactics
and creative for each. The more specific
you can get, the better, and then analyze
and optimize for the next campaign.

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PART 1 STRATEGY — DEFINE YOUR GOALS

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 When you’re ready to start Examples of
defining your goals, think SMART: Specific Goals

• Drive brand awareness

SPECIFIC

Be as clear as you can about your goal. • Promote a new company

MEASURABLE • Launch a new product

Define how you will measure campaign success.
• Drive website visits
ACHIEVABLE
• Promote a sale/discount
Set a goal you can realistically achieve with one campaign.
• Increase foot traffic
RELEVANT
Make sure your goal is tied to your overall brand objectives. • Increase sales

TIME-BASED
• Increase subscriptions
Tie your goals and desired results to a defined timeframe.

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PART 1 STRATEGY — DEFINE YOUR GOALS

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 Let’s Get SMART
Let’s begin. Fill in the form below with your own campaign goals.

SPECIFIC

MEASURABLE

ACHIEVABLE

RELEVANT

TIME-BASED

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PART 1 STRATEGY — DEFINE YOUR GOALS

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 Set Your Measurement Strategy
Is there a better phrase than “quantifiable metrics”? Not to us. We’re all about the crux of any campaign: the elusive KPI. How you measure your campaign’s
effectiveness will depend on where your goal falls in the marketing funnel, and it can help determine how successful your program will be.

UPPER FUNNEL — AWARENESS

The Marketing Funnel
This one’s all about entering audience consciousness and getting
some attention. The upper funnel is about drawing people in and
AWARENESS inspiring them to learn more about your brand and/or your products.
Think big, simple, broad goals.

BRAND INTEREST MID FUNNEL — CONSIDERATION

Now that they know who you are, it’s time to get their mind turning.
This part of the funnel is all about showcasing your competitive
CONSIDERATION differentiators and becoming a viable purchase option.

ACTION LOWER FUNNEL — CONVERSION

So they know who you are… but will they take action? The lower
funnel is about closing that deal, making the sale, and winning
PURCHASE the business.

VOCAB TIME

What’s a KPI? As we slide through the stages of the marketing funnel, we identify the associated
key performance indicators (KPIs). These indicators will help you measure performance.
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 Aligning Your Goal
Now that you have your goal outlined, you need to align it with where your customers are in the sales process. And that means tying your goal to a stage
of the marketing funnel.

The Marketing Funnel OUR MEDIA

KPIS: TOOL PARTNERS

AWARENESS Brand Recall, Awareness, Brand Lift Study Kantar Millward

Message Association Brown, Nielsen

BRAND INTEREST
Consideration, Intent Brand Lift Study Kantar Millward
(Middle-Funnel) Brown, Nielsen

CONSIDERATION

Web E-Commerce Online Attribution ArtsAI, Claritas,

ACTION
App E-commerce App Attribution LeadsRX, Podsights
Offline Visitation Geofencing/Footfall Claritas, Podsights
Attribution Cuebiq, 9th Decimal,
Foursquare/Placed
PURCHASE

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PART 1 STRATEGY — SET YOUR MEASUREMENT STRATEGY

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 Identify KPIs & Measurement
Remember your SMART goal? Determine where it falls in the marketing funnel, select your KPI, and
determine how you plan to measure campaign success.

SMART GOAL Example: Increase website traffic in Q2.

MARKETING FUNNEL STAGE Example: Consideration

KPI Example: Track website traffic through a vanity URL as well as overall traffic with Google Analytics.

MEASUREMENT Example: Benchmark MoM and YoY website traffic. Compare overall traffic increase to traffic to the vanity URL and benchmarks.

SUCCESS Website traffic spiked during the campaign across the board with significant portion of the increase attributed to traffic to the vanity URL.

NEXT STEPS Develop a lower funnel campaign to move audiences from consideration to conversion.

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PART 1 STRATEGY — SET YOUR MEASUREMENT STRATEGY

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 Identify Your
Audiences
“We don’t just listen to podcasts.
Moms, ages 20-40, who live in Denver. Millennials who play We identify with them. A podcast
we love is like a badge. When
video games. Zoomers with landlines. The underlying adtech that others like the same show we
powers podcast platforms is stronger than ever, allowing you to do, they become our people.
The power of this relationship
reach your target consumer profile with incredible specificity. has profound implications for
creators, for audiences, and for
advertisers.”
There are different tools and levers available to help you home
in on your exact audience. Use this section to outline your SHANKAR VEDANTAM
Hidden Brain
target customers for your campaign, noting that every piece of
demographic and behavioral information adds to the persona.

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PART 2 AUDIENCE TARGETING — IDENTIFY YOUR AUDIENCES

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 Think Holistically
Sure, specific geos and demos are great, but podcast targeting
capabilities allow us to think even bigger: contextual notes about
their lifestyle, different behaviors, TV consumption habits, and more.
Think holistically about your customers. What are their home and
work lives like? What are their hobbies? What are they doing on a
Saturday night? What are their guilty pleasures? What do they buy
and when? Why do they buy it?
Case Study on Thinking
Outside-of-the-Box
As a product targeted at men, it would make sense for MANSCAPED™
to target male-skewing audiences, right? Well, during the holidays, the
company runs ads on shows with female-leaning audiences, too. But why?
“Women love buying products for the men
in their lives. And men also listen to the
women in their lives, who are both buyers and
influencers. Podcasting will become the next
influencer marketing in the near future. More

Keep an Open Mind brands will get the memo to hop on the audio
advertising train.”

Sure, you want to be specific about the audience you want to reach, NATALIE HAUPTMAN, Manscaped
but there's a fine line, and it’s easy to cross over into hyper-targeting
territory. Narrowing your audience too much will actually have the
opposite effect—driving up CPMs and throwing frequency goals
out-of-whack. Remember, just because you can, doesn’t mean
you should.

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PART 2 AUDIENCE TARGETING — IDENTIFY YOUR AUDIENCES

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 Define Your Customers
Go ahead and picture them: the person picking up your product, reading the packaging copy, and smiling in the middle of the store. Who are
they? Capture them in the form below, and it’ll help you target the right content in the podcast network.

AGE RANGE GENDER GEOGRAPHY HOUSEHOLD INCOME INTERESTS

Buyer / User / Both

○ 16 - 18 ○ DMA ○ Under $24K ○ Business

○ Men
○ 18 - 20 ○ $25K - $34K ○ Fashion
○ Women ○ Regions
○ 21 - 24 ○ $35K - $49K ○ History
○ All
○ States
○ 25 - 29 ○ $50K - $74K ○ Sports

○ 30 - 34 ○ Major Cities ○ $75K - $99K ○ True Crime

○ 35 - 39 ○ $100K - $149K ○ Celebrities

○ Towns
○ 40 - 44 ○ $150K - $199K ○ Food

○ 45 - 49 ○ $200K+ ○ News
CULTURE LIFESTYLE
○ 50 - 54 ○ Tech

○ 55 - 59 ○ White ○ Students ○ Wellness

○ 60 - 64 ○ Black ○ Parents ○ Comedy

○ 65+ ○ Latinx ○ Professional ○ Games

○ Asian ○ Retirees ○ Science

○ LGBTQIA+ ○ Travel

○ Other

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PART 2 AUDIENCE TARGETING — IDENTIFY YOUR AUDIENCES

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 Targeting Why Targeting Matters

Solutions
The podcast landscape is different, but not impossible to
figure out. Most traditional audience identifiers that help
brands find their consumers are unavailable. However,
we’ve made huge strides in reaching the audiences that
brands are eyeing.
66%
of listeners* are more likely to
engage with ads that are relevant
to the content they’re listening to.*
72%
of listeners* would rather hear or
see ads that are relevant to the
content they’re listening to.*

Whether your goal is to expand awareness of your brand SOURCE: EDISON RESEARCH PODCAST
CONSUMER TRACKER Q1 2022

or simply associate your product with relevant content, we

have a targeting approach you won’t find anywhere else.

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PART 2 AUDIENCE TARGETING — TARGETING SOLUTIONS

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 Types of Targeting
Audience Targeting
Reach a core demographic
or persona wherever they
are listening.
DEMO
Age, Gender
GEOGRAPHY
Location (State or DMA
BEHAVIORAL
Target listeners by segment
as informed by user behaviors
(e.g., parents, pet owners, HHI).
PART 2 AUDIENCE TARGETING — TARGETING SOLUTIONS
Contextual Targeting Inventory Targeting
Run messaging in a contextually relevant Reach audiences tuned into specific
environment, to align with key consumer publishers, or exclude shows that
interests or avoid unsuitable content. don’t align well with your brand.
PREDICTIVE AUDIENCES BRAND SUITABILITY
Target listeners based on 300+ predictive behaviors Exclude episodes covering topics that might not
encompassing; TV-viewing behaviors, life stage, purchase align with your brand. E.g., vaping, epidemic, etc.
intent, and more. (Example: heavy social users, people who
watch cooking shows, political affiliations, etc.)
INVENTORY TARGETING
CONTEXTUAL TRANSCRIPTION TARGETING Run inventory in specific shows or networks.
E.g., Crooked Media, I Am Athlete, etc.
Target listeners while they’re listening to episodes covering
topics relevant to your business. E.g., Episodes about food,
sports, marketing, etc.
CATEGORY TARGETING
Target listeners based on the genre category of content or
in-language content. E.g., Arts, Comedy, Business, etc.
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 Part 3 THE ULTI
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 Understand
Buying Take out the company card. The media
buy is a crucial component of this process.
How you choose ad formats is just as
important as targeting and creative. And,
just like goals, you should align them to
your priorities in the marketing funnel.

JUST A NOTE

Ad types and buying options will likely vary based on your media
partner. For this section, we’re going to focus on what we know
best—podcast advertising with the SXM Podcast Network.

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PART 3 FORMATS — UNDERSTAND BUYING

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 Your Perfect Content Package
You’ve got options, and no matter the objective, there is a solution. From a scaled buy across our entire network to custom activations with our top hosts, it’s
important to approach podcast advertising with strategy in mind. Our recommendation (thanks for asking) is to pair a targeted network approach with a show-
level buy for optimal reach and authenticity.

The Marketing Funnel

PODCAST NETWORK BUY AWARENESS

Buying your audience across a

podcast network can solve for any of
these objectives across the funnel,
but it’s all about how you use them.
Did you know that :30 announcer-read
ads were proven to be just as effective
as driving awareness as host-read
ads? And, :60 announcer-read ads
drove 7% lift in purchase intent!
SHOW-LEVEL BUY
BRAND INTEREST
Show-level buying is a great option for
those with mid to lower-funnel objectives.
When brands have a great alignment with
CONSIDERATION the content and leverage host-reads, they
can accomplish those conversion metrics
with their campaign.

Given all of the capabilities you can ACTION

CUSTOM INTEGRATION BUY
add to these campaigns, you can
really customize this solution to make Custom integrations are a great way
it what you need. PURCHASE
to drive conversion given the authentic
story it tells within the podcast.

HERE’S A TIP
Think scale. Host-reads are ideal, right? Not exactly. With a large-scale network buy, you can deliver your
message at scale, all while retaining the intimacy and effectiveness of podcasts you’ve always loved. Win win.
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PART 3 FORMATS — UNDERSTAND BUYING

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 Ways To Buy Podcasts
Get the notepad out.

CPM CONTRACTED DOWNLOADS ESTIMATED DOWNLOADS FLAT RATE

(Cost Per Thousand)
You can purchase through
a CPM model, in which
the CPM is based on the
number of downloads an
episode receives.
Since the CPM represents
downloads, the plan and
transaction would be
based on downloads from
the outset and can be
measured off a contracted
or estimated number of
downloads.
Contracted downloads
means a campaign will
continue to run until the
contracted download
amount has been fulfilled.
Estimated downloads are
generally based on a single
episode average from the
past several months. In
many cases, estimates are
used to outline delivery
expectations during a
certain flight period.

DIRECT IO OR PROGRAMMATICALLY

Podcasts can also be bought at a flat rate. This can represent a 100% share of voice (SOV) sponsorship of the content in which an advertiser is the
only one within the content, or the content itself is branded content. Additionally, a flat rate can be used when aggregating several smaller podcast
inventories together, based on their overall average downloads.

Podcasts today can be purchased through direct IOs or programmatically.

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PART 3 FORMATS — UNDERSTAND BUYING

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 Make Your Selections
Let’s go. Which format fits your campaign?

BUY TYPE(S)

○ Podcast Network ○ Contracted Downloads

○ Show-Level ○ Estimated Downloads

○ Customer Integration ○ Flat Rate

○ CPM ○ Direct IO or Programmatically

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PART 3 FORMATS — UNDERSTAND BUYING

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 Build Your Ad You’ve been waiting for this bit. What’s your ad?
Who’s going to read it? And what’s it going to
say? Depending on your chosen strategy, you
can implement host-reads, announcer-reads,
brand-reads, or a combination of the three.

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PART 4 CREATIVE — BUILD YOUR AD

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 Ad Types

Host Reads Announcer Reads Brand Read

Leverage host credibility. Host-
read is the most native podcast ad
experience, often delivering a mix of
brand talking points and personal
experiences. Many hosts don’t read
ad copy verbatim. They prefer to
add their own personality and style
when delivering the brand message—
creating an authentic connection to
both the brand and the audience.
Drive campaign effectiveness.
Announcer reads are produced by
the publisher, using selected voice
talent. As we mentioned before,
these ads are a great way to scale
your message across multiple
shows or the podcast network.
LENGTH
15, 30 and 60 seconds
Get your message across. Brand-
read ads use the same message
across different shows to reach your
listeners. You can come with your
own audio, or you can work with
another creative studio to produce it.
LENGTH
15, 30 and 60 seconds

LENGTH INVESTMENT
INVESTMENT
30 or 60 seconds $$-$. Mid-to low-level, depending
$$-$. Mid-level, depending on on the show, audience, and goal.
the show, audience, and goal.
INVESTMENT
WHEN TO USE
$$$. High-to mid-level, depending WHEN TO USE
on the show, audience, and goal. Network-level buys. When you already
Network-level buys. When aiming have something in your back pocket.
for efficiencies of scale.
WHEN TO USE

When the host of a show or its content

aligns with your brand voice.

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PART 4 CREATIVE — BUILD YOUR AD

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 Ad Length Matters
How long should a podcast
ad be? That depends on Effectiveness Varies By KPI
your goal and the message
you’re trying to get across. :15 SECOND AD

A surprising pro tip? Longer drove brand recall

is not always better.
SHORTER ADS :30 SECOND AD

Great for capturing attention. In fact, a + 9 familiarity

15-second announcer read can be just
as impactful as host reads at driving
brand recall.
:60 SECOND AD

LONGER ADS + 12 Consideration

+ 7 intent
Great for driving lower-funnel metrics.
Longer creative gives you time to explain
and promote your products and services,
enticing listeners to act.

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PART 4 CREATIVE — BEST PRACTICES & TIPS

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 Script Writing Tips TIP 3

Grab Attention Quickly

You have 0:02 to capture attention—that’s it. In partnership with UC
TIP 1 San Francisco, we found that it takes only two seconds for the brain to
recognize that it is hearing an ad and choose to continue listening or not.
Keep it Conversational
Keep ad creative and copy conversational. This is especially important
TIP 4
for host-read ads, but it’s worth keeping in mind for announcer reads
and pre-produced ads. The key is to make your script sound natural in Build a Connection
a podcast environment.
Mention your brand at the start for higher impact. Mentioning a brand
name within the first three seconds lifts ad recall higher than mentions in
the last three seconds.
TIP 2

Authenticity is Key TIP 5

Authenticity is crucial for voiceover and language decisions. Consumers Make the Most of the Season
don’t necessarily want to hear their own accents reflected back to
If seasonality factors into your selling, factor that into your creative
them in an ad, especially if it comes across as inauthentic. Instead,
strategy. For example, if you sell backpacks for small children, capitalize
they prefer voiceovers that are authentic to the brand or product being
on the back-to-school shopping season and target parents.
marketed.

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PART 4 CREATIVE — BEST PRACTICES & TIPS

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 Dos & Don’ts for Host Reads
If you’re buying a show where host-read ads are available, this is a great way to allow for an authentic message to play for a community of listeners.
Typically, advertisers do not provide full copy, just high-level talking points that the host can use to formulate their own message.
TIP #1
Do start with broad bullet
points that hosts can use as a
jumping off point to deliver their
message. It should never feel
scripted. If you read your copy out
loud and it sounds like something
you’d hear on the morning radio,
you’ve gone too far.
Don’t try to dictate the hosts’
thoughts, feelings, or actions. Let
this come naturally by providing
copy points that give hosts the
framework to speak authentically,
while still educating listeners
about your brand.
PART 4 CREATIVE — BEST PRACTICES & TIPS
TIP #2
Do make it clear what needs
to be read verbatim and where
there’s room for the host to give
the read a personal touch.
Don’t make the script so
restrictive that the host can’t
breathe life and personality into
your ad.
TIP #3
Do remember that an ad is
coming from the host’s POV—not
yours. It’s the host talking directly
to the listener.
Don’t be overly cutesy or
colloquial. Leave the jokes and
inside sayings up to the hosts,
and don’t force it.
HOST READ EXAMPLE
Do “Made with premium fabrics and an additional
layer of arch support, these socks are seriously
comfortable”—and then we can instruct the host:
“please talk about what it feels like to wear your
new socks and how their level of comfort is beyond
anything you’ve tried in the past. Speak to what they
feel like and how they’re a game-changer for your
feet”. From there, the host can give their own analogy
about the comfort of the socks in a way that sounds
true to them and their show.
Don’t “These socks are the most comfortable
socks I’ve ever worn in my entire life—their premium
fabrics and luscious arch support makes it feel like
I’m walking on a cloud!”
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 Script Draft
Have a go at writing your ad.

AD TYPES ○ Host Read ○ Announcer Read ○ Pre-Produced

INTRO

OVERVIEW

PERSONAL EXPERIENCE
(for host reads)

CTA

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PART 4 CREATIVE — DRAFT YOUR AD

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 Bring It All Together
It’s your time to shine. You did the work, now build your campaign here.

SMART GOAL CONTENT CATEGORIES

MARKETING FUNNEL STAGE AUDIENCE SEGMENTS

KPI TARGETING SOLUTION

MEASUREMENT STRATEGY BUY TYPE

CUSTOMERS AD FORMAT

Age Range: Lifestyle:

Gender: Interest:
SCRIPT DRAFT
Culture: Season:

HHI: Other:

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PART 5 CREATIVE — CREATE YOUR PODCAST AD CAMPAIGN

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Let’s Work
Together Let’s acknowledge
the 500lb gorilla here.
If this workbook has taught you anything, it should be that we know
our stuff. We understand podcast advertising through and through.
We’re not only on top of the latest trends, we’re setting them. From our
ever-expanding podcast slate to the power of our podcast advertising
opportunities, we’re the partner—and guide—you need as you develop,
build, and execute a better podcast advertising strategy.

The SXM Podcast Network allows brands to reach audiences at scale

across a network that represents 59M podcast listeners1—that’s 1 in 2
weekly podcast listeners.2 Buyers can target audiences, align with relevant
content, and ensure brand suitability through cutting edge tools. Put
another way: we’re ready when you are.

Ready to launch your campaign? Let us know.

SOURCE: 1. Q2 2022 INTERNAL METRICS FROM PODCAST USER LOGS. 2. TOTAL MONTHLY PODCAST LISTENERS OF
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 SXM Media Exclusive Podcast Content

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PART 1 ADVERTISING TARGETING — SET YOUR MEASUREMENT STRATEGY

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Even More Resources

↗ PODCAST UNIVERSE

You’re in luck! We’ve fully explored the podcast universe, mapping content
to make navigation a breeze. This amazing interactive experience will help
familiarize you with our podcast slate.

↗ AQ ACADEMY

Become a certified expert with the ultimate masterclass in digital audio

advertising, straight from the experts who built this space. Get all the skills you
need to confidently build audio into your marketing mix, produce creative that
resonates, and measure the success of your campaigns.

↗ PODCAST AD CREATIVE GUIDE

When it comes to podcast ads, not all are created equal. The good news is
Studio Resonate compiled our best creative tips and examples to help you learn
how to make a powerful impression within the podcast listening experience.

↗ PODCAST INSIGHTS

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